Case Study - CNN PH

Republic of the Philippines
TARLAC STATE UNIVERSITY

COLLEGE OF BUSINESS AND ACCOUNTANCY
MBA / DBA DEPARTMENT
Tarlac City
CNN PH CASE STUDY REPORT
In partial fulfillment of the requirements of

MBA Management Accounting
Submitted by:
Angelica F. Hipolito
Submitted to:
Dr. Henry D. Rufino, CPA

MBA/DBA Faculty
September 2024
Executive Summary
A recent entrant to the Philippine TV scene is CNN Philippines. The first episode
aired on March 16, 2015. It's a VHF channel dedicated to news and current events. The
majority of the shows are in English even though they air on free-to-air television. Nine
Media Corporation, which is fully owned by financial holding company JRLT-JHI
Corporation, is the owner and operator of CNN Philippines. Ferdinan C. Chua and
Antonio L. Cabangon-Chua, owners of the ALC Group of Companies, a conglomerate
involved in a variety of business activities, including media, pre-need assurance,
insurance protection, automotive, banking and finance, security, education, hotels, and
real estate, are listed as stockholders of the company.
According to Nielsen National Urban TV viewer Measurement data from January

to June 2016, the station had a 0.45 viewer share. CNN Philippines is affiliated with
Turner Broadcasting Company, a Time Warner division based in the United States. It
creates reporting on the Philippines for CNN and uses CNN's branding to transmit the
network's current events and foreign news programming on free TV.
Introduction
A new founded new organization was founded in March 2015 and was named as
CNN Philippines wherein the company’s goal was to deliver fast information to the
target audience which is the Filipinos. CNN Philippines was the result of the partnership
formed by the CNN and Nine Media Corporation, the objective was to provide an
accurate and relevant news.
CNN PH provide their audience both international and local new which includes
politics, business, entertainment, and sports. The network enables real-time connection
and engagement with viewers across a variety of platforms, including social media,
online streaming, and television. In a media environment that is undergoing fast change,
CNN Philippines is dedicated to combating false information and maintaining journalistic
integrity as a reliable source of news. The organization is vital in forming public opinion
because of its commitment to high-quality reporting and audience participation.
Analysis
CNN Philippines, established in 2015 through a partnership between the global
CNN network and Nine Media Corporation, plays a vital role in the country’s media
landscape by delivering credible news across various sectors, including politics,
business, entertainment, and sports. The network engages its audience through
multiple platforms, including television, online streaming, and social media, ensuring
real-time updates and interaction. Despite its reputation as a reliable news source—
bolstered by its CNN affiliation—it faces challenges such as competition from traditional
and digital outlets, the impact of misinformation, and a complex political environment
that can affect media freedom. To remain relevant, CNN Philippines has opportunities to
expand its digital offerings and enhance audience engagement through innovative
content delivery. Overall, its commitment to journalistic integrity positions it well for
future growth and influence in Philippine media.
Alternatives and Decision Criteria

The CNN went through many changes, especially on October 9. The chief
executive and chairman will also act as the network's editor-in-chief, according to CNN
itself. Furthermore, the company should improve transparency; being transparent about
decisions and the sources will enhance and build the trust of the people who nowadays
are skeptical about media. Local coverage, wherein news covers the local areas of a
specific country, tends to overlook incidents that happen daily; therefore, this method
will help the rural areas be given a spotlight so that the people are well informed and be
able to strike curiosity. Viewer accessibility, ensuring the content is accessible,
especially to those who are disabled and feel unwelcome; that way the CNN will show
inclusiveness among the community. Media has risen many competitors, but one of the
main advantages of CNNs is that they can learn from raw pixel data without requiring
any manual feature engineering or preprocessing.
This means that they can automatically discover and adapt to the most salient
characteristics of the images, such as edges, shapes, colors, textures, and objects. But
there are some drawbacks that limit their performance and applicability. One of the main
disadvantages of CNNs is that they require a large amount of labeled data to train
effectively, which can be costly and time-consuming to obtain and annotate. Therefore,
one of the key strategies to take for CNN is to involve diversifying content. Offering a
mix of formats such as podcasts, documentaries, and interactive features can cater to
various audience interests.
Recommendations and Implementation Plan

To further optimize CNN according to LinkedIn, choose the right architecture, use
data augmentation, apply regularization, adjust the learning rate, and monitor the
metrics. The architecture should know the layers and filters and its activation functions
in order to know how they are connected. For data augmentation, the technique to
increase the diversity by training data on applying random elements such as
transformation, crop, flipping, rotation, scaling, and adding necessary noises to further
enhance and improve a certain scene with the augmentation, the CNN can feature
general information.
Apply regularization, another technique that reduces overfitting by adding some
constraints or penalties to CNN. Adjusting the learning rate controls how much your
model updates its parameters in each iteration of the training process. To further
enhance the staff's knowledge and skills, it can also affect their growth from time to
time; therefore, implementing an update to every training every now and then will help
the future workers to blend in and catch up with the current trend. Lastly, monitoring the
metrics is to evaluate the performance and progress of your institution, whether to seek
which areas need to be improved or which areas are still lacking to provide solutions by
collaborating with the executives. In order to have quality performances worldwide and
keep the audience entertained while also incorporating news globally.
Conclusion and References
CNN Philippines gives the Filipinos credible news across various sectors, which
is considered a crucial role for them, wherein they also navigate the competition, false
information, and political issues. CNN PH needs to enhance their network transparency,
increase the local coverage of the information, and also improve their accessibility to
their audience. By diversifying its content formats—like podcasts and documentaries—
and leveraging innovative digital strategies, CNN Philippines can engage a wider
audience and adapt to the evolving media landscape. Continuous staff training and
monitoring performance metrics will further support its growth and commitment to
journalistic integrity, positioning the network for sustained influence in the Philippine
media landscape.
Citing Sources
https://philippinetelevision.fandom.com/wiki/CNN_Philippines#:~:text=It%20serves
%20as%20the%20second,Media%20Corporation%20and%20TV5%20Network.
www.kaggle.com
www.linkedin.com
www.marketingdive.com
www.barrons.com
www.linkedin.com
thehill.com
https://philippines.mom-gmr.org/en/media/detail/outlet/cnn-philippines/#:~:text=It%20is
%20an%20all%20news,Corporation%2C%20a%20financial%20holding%20company

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Republic of the Philippines

TARLAC STATE UNIVERSITY

CNN PH CASE STUDY REPORT

In partial fulfillment of the requirements of

Dr. Henry D. Rufino, CPA

According to Nielsen National Urban TV viewer Measurement data from January

Alternatives and Decision Criteria

Recommendations and Implementation Plan

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